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Generalizing What Is Known About Temporal Aggregation and Advertising Carryover


  • Robert P. Leone

    (The Ohio State University)


This paper provides a theoretical explanation for the inconsistent findings from previous econometric analyses of aggregated data concerning the duration of advertising carryover. Using this theoretical explanation and the knowledge of a data interval bias, the paper reviews and summarizes the empirical work in the area of sales response modeling, and then after adjusting for aggregation bias, presents support for an empirical generalization that the average advertising duration interval is of brief duration—typically between six and nine months.

Suggested Citation

  • Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages 141-150.
  • Handle: RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g141-g150

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    References listed on IDEAS

    1. Hauser, John R. & Urban, Glen L., 1975. "A normative methodology for modeling consumer response to innovation," Working papers 785-75., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    2. Griffin, Abbie. & Hauser, John R., 1991. "The marketing and R & D interface," Working papers #48-91. Working paper (Sl, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    3. Green, Paul E & Srinivasan, V, 1978. " Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Oxford University Press, vol. 5(2), pages 103-123, Se.
    4. George P. Huber, 1974. "Multi-Attribute Utility Models: A Review of Field and Field-Like Studies," Management Science, INFORMS, vol. 20(10), pages 1393-1402, June.
    5. John R. Hauser, 1977. "Testing the Accuracy," Discussion Papers 286, Northwestern University, Center for Mathematical Studies in Economics and Management Science.
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